Is that claim accurate?
Wikipedia lists Apollo program as 1961–1972.
According to U.S. Industrial Outlook , referring to 1967 and 1968:
Also ringing up good growth were lipstick and eye make-up, with sales rising to $243 million and $102 million respectively, from $218 and $89 million.
According to New Product Development
The Apollo program cost approximately $21.349 billion
ok, the appolo program cost about $110 billion in 2010 dollars
Apollo ran from 1961 to 1972 to call it 11 years so about 10 billion 2010 dollars per year.
User pericles316 linked a document giving estimates of the entire US cosmetics market in 1976 dollars.
I'm using an inflation calculator to convert from 1976 dollars to 2010 dollars.
year - 1976$ - 2010$
1950 - 560 - 2,146
1959 - 1,184 - 4,537.40
1966 - 2,430 - 9,312.41
1976 - 5,670 - 21,728.95
It's not a straight line if you plot those points but its' not too far off so it doesn't seem unreasonable to assume that the change between those years was reasonably smooth.
So at the start of the Apollo program the US was spending about half the average yearly budget of the apollo program on cosmetics by 1972 the US was probably spending a fair bit more per year on cosmetics than the average yearly budget of the apollo program.
So the total spending on cosmetics in that time period was probably pretty close to the total spending on the Apollo program.
So, how much was likely lip products?
The modern market is going to be a bit different but probably not by many orders of magnitude.
in 2014 the US lip cosmetics market was $1.4 billion
The total cosmetics market was 58.7 billion.
So for context in 2014 lip cosmetics were about 2% of the cosmetics market.
I can't make a 100% certain statement but based on the above it seems unlikely that lip cosmetics were close to 100% of the 1960's cosmetics market.
It seems likely the entire US cosmetics market could have been slightly larger than the total spending on the Apollo program in the same time period but we don't have exact numbers so can't be 100% sure.
It's extremely unlikely that American women spent more than the cost of the Apollo program on lipstick in the same period of time.
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